Introduction Marketing has been defined in a number of ways, but invariably effective marketing is associated with the need to link producers and consumers (McCarthy and Perreault, 1993) or the need to facilitate exchanges (Kotler and Chandler, 1990; Lamb et al., 1994; Zikmund and D’Amico, 1989). Bennet (1988) on behalf of the American Marketing Association defines marketing as “the process of planning and executing the conception, pricing, promotion, and distribution of ideas and goods, and… CONTINUE READING